基于SD方法的CR929客机市场营销政策因素评估  

Evaluation of marketing policy factors of CR929 passenger aircraft based on SD method

作　　者：杨冰慧 曾小舟[1] 王碧茹 陈若玮 邓磊 YANG Bing-hui;ZENG Xiao-zhou;WANG Bi-ru;CHEN Ruo-wei;DENG Lei(College of Civil Aviation,Nanjing University of Aeronautics and Astronautics,Nanjing 211100,China;Commercial Aircraft Corporation of China Shanghai Aircraft Design and Research Institute,Shanghai 200120,China)

机构地区：[1]南京航空航天大学民航学院,南京211100 [2]中国商用飞机有限责任公司上海飞机设计研究院,上海200120

出　　处：《哈尔滨商业大学学报（自然科学版）》2022年第3期367-375,共9页Journal of Harbin University of Commerce：Natural Sciences Edition

摘　　要：CR929客机作为中国自主研发的第一款宽体客机,制定相应的市场营销策略有助于CR929客机早日占领国内市场,获得长期可持续发展.通过分析客机营销供需双方的影响因素,建立SD模型,调控模型参数进行政策路径模拟,结果显示:国家宏观经济水平提高、增加CR929目标市场相似宽体机的份额、提高政策驱动因子、加大CR929客机经济性、企业支持、运营性能方面政策对CR929客机销售均有明显的促进作用.本SD模型可为CR929客机在中国市场的营销研究提供模型参考,对于未来我国大飞机市场的营销政策评估与仿真模拟具有探索性意义.As the first wide-body passenger aircraft independently developed by China, the marketing strategies of CR929 are significant to occupy the domestic market as soon as possible and achieve long-term sustainable development. By analyzing the influencing factors of both the supply and demand sides of passenger aircraft marketing, a system dynamics model was established, and the model parameters were adjusted to simulate the policy path. The results showed that the national macroeconomic level was improved, the share of similar wide-body aircraft in the target market of CR929 was increased, the policy driving factor was increased, and the Policies in terms of economy, corporate support, and operational performance of the large CR929 passenger aircraft have significantly promoted the sales of the CR929 passenger aircraft. The system dynamics model can provide a model reference for the marketing research of CR929 passenger aircraft in the Chinese market, and has exploratory significance for the marketing policy evaluation and simulation of my country′s large aircraft market in the future.

关 键 词：CR929客机 市场营销 系统动力学 评估模型 路径模拟 政策建议 

分 类 号：U-9[交通运输工程] F562.0[经济管理—产业经济]